Kaiser isn’t wasting any time trying to repair its damaged image in the wake of the untimely death of its San Francisco kidney transplant program, along with over a hundred of its patients. If only such swift action had been taken to address member and physician complaints before innocent lives were lost, but as is typically the case the Kaiser Powers That Be are more concerned with maintaining appearances than actually providing the quality patient care touted in its advertisements.
We’re thankful that Chris Rauber didn’t gloss over the reasons behind this new appointment, considering the insultingly positive spin Kaiser’s press release attempted to portray: “I am delighted to be joining such a forward-thinking organization and feel honored to partner with this strong team to further enhance the Kaiser Permanente brand,” says Lofgren. “Kaiser Permanente understands that the best brand strategy a health care organization can have is to provide the high-quality care and service to patients each and every day in an environment where employees and physicians thrive.” Yeah, sure.
From San Francisco Business Times:
by Chris Rauber
Kaiser Permanente has named Diane Gage Lofgren as senior vice president of brand strategy, communications and public relations, as it battles continuing fallout from problems associated with its troubled kidney-transplant unit in San Francisco.
The announcement was made Friday by George Halvorson, chairman and CEO of the giant Oakland-based health system. Lofgren replaces Bernard Tyson, who was named senior vice president for health plan and hospital operations in February.
“Lofgren’s distinguished background and her proven leadership skills make her the perfect fit for this critical role on Kaiser Permanente’s leadership team,” Halvorson said in a June 23 statement.
Among her primary tasks will be managing Kaiser’s highly successful Thrive advertising campaign, while working to rebuild the system’s tarnished image after a series of recent blows, many of them connected to serious operational and management problems at its Northern California kidney-transplant unit, which is in the process of being closed.
Prior to joining Kaiser, Lofgren was senior vice president of marketing and communications for Sharp Healthcare in San Diego, a $1.6 billion nonprofit system serving San Diego County, Kaiser officials said June 23. She previously worked for the Denver-based Catholic Health Initiatives hospital system in various marketing and communications roles.
Lofgren’s position reports directly to Halvorson, who heads the non-profit Kaiser Foundation Health Plan Inc. and Kaiser Foundation Hospitals. The affiliated for-profit Permanente Medical Groups aren’t under her purview.
In her new role, she will be responsible for the “stewardship and oversight” of the Kaiser Permanente brand with key audiences, and will oversee Kaiser’s national communications and external relations functions, officials said.
Halvorson, who has been recuperating from a mild heart attack and heart surgery in mid-April, is easing back into his full-time responsibilities, sources said.